Taofick Okoya: Chat with world-famous doll-maker

Weekend Magazine: Seven years ago when you started making the Queens of Africa dolls, what was your goal?Taofick Okoya: To have a doll that is beyond play-time for kids, that will be the symbol of hope and confidence. We called them Queens of Africa because we had a vision that transcends our immediate environment.Everything has […]

Weekend Magazine: Seven years ago when you started making the Queens of Africa dolls, what was your goal?
Taofick Okoya: To have a doll that is beyond play-time for kids, that will be the symbol of hope and confidence. We called them Queens of Africa because we had a vision that transcends our immediate environment.
Everything has been hectic, with so many ups and downs. I guess that’s part of the price you pay for success. I thank God, for His grace because I had felt like giving up so many times, but He lifted me up.
WM: Your dolls are reportedly outselling Barbie in some markets. How does that feel?
Okoya: I don’t believe Mattel, which makes Barbie, sees the Nigerian market as a priority, yet their product has influence on children here. I want to make the Queens of Africa a symbol of hope and confidence by promoting African history, culture, and fashion. As it is, Barbie doesn’t do that.
WM: What has been your biggest challenge?
Okoya:  It was acceptance, initially and now distribution within Nigeria and export to other countries. I can’t say it has been completely resolved. It’s ongoing.
WM: Which is your favourite of the dolls and why?
Okoya: The Azeezah doll. It’s named after my daughter.
WM: A comparison being made of the Queens of Africa is with Barbie dolls and how much yours is giving them a run for their money. How do you feel about this?
Okoya: That my personal experience is being shared by many, hence the acceptance of them in recent years which translates to sales. I am pleased, but the journey is ongoing.
WM: Some say the features of the dolls, like their eyes and figures, don’t necessarily look African. Do you agree with this?
Okoya: The Queens of Africa wasn’t designed or fashioned after any person. The vision for the project is to reinforce confidence in our culture and race; to fill the void and bring to realisation the importance of racial acceptance and representation in the market.
WM: The outfits are quite chic. What’s the idea behind their designs?
Okoya: Nigerians and Africans are known for being fashionable and for the use of bold, geometric prints. These are reflected in the dolls’ clothes.
WM: Do you imagine designing them may push you towards fashion design?
Okoya: (Laughter) No.
WM: In what ways would you say the dolls promote love, peace, etc.?
Okoya: The characters in our comicbooks tell stories of women who did great things in the olden days. We also have strong positive lyrics of songs that are aimed at promoting self value. We are working on an animated series and games, too.
WM: What platform has been the most effective for you to sell them?
Okoya:  Online has proved to be the most convenient and effective so far.
WM: Why do you feel the need to overturn the decision that you will not be able to sell in mainstream American stores?
Okoya: Our products are for all children of African descent, regardless of where they are in the world. We’re looking to dominate the global market.
WM: Are the dolls made in Nigeria?
Okoya: They are assembled in Nigeria. The parts are made in China from our mould. Recruiting manpower has been a challenge. A lot of people are about the money than their worth or contribution to the business. Getting skilled hands is difficult. Getting value for money in terms of labour is something I’m yet to achieve.
WM: How is distribution within Nigeria and export to other countries like?
Okoya: Distribution and export is what we are dealing with at the moment. Local distribution is near-impossible as we don’t have store chains nationwide. We’ve had to rely on individuals, which is highly ineffective.  As for export, it’s quite a laborious process and in other cases very expensive which could make us un-competitive.